In China, Gen Yers are taking up a range of fitness classes and downing assorted cleansing tonics to maintain their physical health. Yet while their choices in diet and exercise might be similar to their Western counterparts, how do their drivers for enhanced wellbeing differ?

Years ago, stereotypes and societal norms meant that seeing a woman jogging in India would have been highly surprising. Yet the 2017 Mumbai Marathon welcomed over 10,000 female participants. What’s got Indian women racing ahead? And how are brands adapting to new health and beauty ideals?

Japan has one of the highest life expectancies in the world. But in a rapidly ageing population, there's real societal pressure on people to keep fit and retain the ability to look after themselves. So it makes sense that a growing number of seniors are buying gym memberships.

More than a quarter of people in Japan are over 65. Combined with an extremely low birth rate, Japan’s seniors are an increasingly dominant demographic, and numerous companies are now looking to help the country save on health costs by getting the aged to exercise both mind and body.